The Salvation Army ‘best-of-breed donor’ recruitment direct mail campaign

The Salvation Army was faced with the challenge of:
• recruiting significantly more new donors
• while maintaining an ROI of more than 1.0 at recruitment,
• and recruiting donors with a similar profile to those currently recruited
• so that the donor development programme could continue to achieve returns of more than 14.0

Adding new media channels to a successful campaign helped the Salvation Army recruit significantly more new donors and maintain exceptionally high returns on investment.

Integrating those new channels allowed them to take even larger steps forward, both in volumes of new donors, and in returns from current donors.

The result was more volume, maintained ROI, a new source of new donors, and those donors identical in every way, apart from the potential to give to us for ten more years.

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